Fender blends style and sound with vintage-inspired campaign launching new Vintera series
Fender Musical Instruments Corporation (FMIC) today announced the launch of the Vintera Series, a line of vintage-inspired electric guitar and bass models that embody a period-specific vibe, including: the Stratocaster®, Telecaster®, Jaguar®, Mustang®, Jazzmaster®, Jazz Bass®, Precision Bass® and Mustang Bass. Each model delivers the authentic look and feel of its era, as well as decade-specific tones from the `50s, `60s and `70s.
The creative includes a 30-second digital commercial that introduces the instruments and overall feel of the Vintera Series, plus three artist performance videos, releasing on a later date, featuring contemporary, eclectic musicians. Each performance harkens back to a specific decade to showcase the vintage-inspired guitars and basses as well as the sound and style of the era. In addition to the performance videos, Fender captured each artist’s influences from the era of their performance, individual music style and what compelled them to pick up their first guitar and play.
Christone “Kingfish” Ingram taps into his blues roots, bringing viewers back to the `50s with a classic Seafoam Green Stratocaster and a cover of “I Put A Spell On You” by Screamin’ Jay Hawkins. Singer-songwriter Curtis Harding brings back the soul of the `60s playing a cover of Tommy James and The Shondells’ “Crimson and Clover” on the Ice Blue Metallic `60s Jazzmaster. Reminiscent of the Woodstock Era, Mexican garage punk band Le Butcherettes, shredded on the `70s Telecaster Deluxe in Mocha for their punk rendition of "Ever Fallen In Love" by The Buzzcocks.
“The Vintera series celebrates the different vintage eras of Fender with the fundamental design of the Stratocaster, Telecaster and Precision Bass remaining largely the same, but with each decade assuming its own unique feature sets,” said Justin Norvell, EVP of Product at Fender. “Depending on your feature preferences, bands you love and the era that you grew up in, each of these decades has a different appeal in terms of sound, colors and pickups.”
To truly capture the essence of each decade within the Vintera Series, Fender partnered with a trio of creative experts to lead styling, photography, as well as directing and production design for the campaign’s creative. International fashion stylist and costume designer, Heidi Bivens, whose portfolio of work includes Jonah Hill’s directorial debut Mid 90’s and HBO’s Euphoria, meticulously curated each artist’s aesthetic to reflect fashions of the decade that inspired their performance.
Drawing inspiration from blues artists of the 1950s, psych rock and folk musicians from the 1960s and punk bands of the 1970s, as well as iconic fashion designers like Nazareno Fonticoli, Nudie Cohn and Kansai Yammamoto, Bivens let the style and sounds of the past inform her approach. From there, Bivens identified pieces that highlighted the Vintera Series in a subtle, authentic way. “The design and aesthetic of each instrument was very important to ensuring that the overall look was balanced and that every choice complemented the other, “ she said.“I especially love how Curtis Harding’s innate style shined through, and the guitar’s Ice Blue Metallic color made his look pop for that genuine `60s vibe.”
Portrait, lifestyle and fashion photographer Clarke Tolton grew up in Southern California and his earliest photographs came from shooting punk and hardcore shows around the region. His impressive roster of work for other global brands like Nike, Kate Spade, Quiksilver and RayBan, paired with his innate love of music, made Tolton an obvious partner to lead photography for the Vintera Series campaign. In addition to shooting the instruments doing what they do best, Tolton favored capturing hidden moments on set noting, “the artists really weren’t aware of my presence during their performances, which allowed me to move freely around them looking for ‘that’ standout shot.” Fender also teamed up with New York-based director duo, rubberband., who directed the motion campaign.
“Our creative brand marketing is about about elevating guitar and giving a voice to artists,” said Jeremy Taylor, VP of Global Brand Creative and Content at Fender. “The Vintera Series campaign romances the cool, vintage look and style of each decade’s best models through a contemporary lens and approach that is less polished and more youthful. We’re thrilled to work with three amazing artists and production partners who have so effortlessly helped us define and showcase what vintage style for the modern era looks and sounds like. We set out to inspire the players who care about style as much as tone, quality, craftsmanship, or specs and believe this campaign will excite players to explore the endless possibilities these guitars offer.”
Fender’s Vintera Series models feature authentic specs from decades past, such as period-correct neck shapes, new pickups with decade-specific tones and a wider breadth of vintage colors, including: Mocha, Fiesta Red, Seafoam Green, Inca Silver, Burgundy Mist and Ice Blue Metallic. For nearly every decade correct model, there’s also a counterpart “modded” version that offers fresh features not available at the time of first release.
The Vintera Series electric guitars and basses feature 15 new models available at local dealers and on www.Fender.com.
Models include:
- Vintera Series `50s Stratocaster - $899.99 - 949.99
- Vintera Series `50s Stratocaster Modified - $999.99
- Vintera Series `50s Telecaster - $899.99
- Vintera Series `50s Precision Bass - $899.99
- Vintera Series `60s Stratocaster - $999.99
- Vintera Series `60s Telecaster Modified - $999.99
- Vintera Series `60s Telecaster Bigsby ® - $999.99
- Vintera Series `60s Jazzmaster - $999.99
- Vintera Series `60s Jazzmaster Modified - $1,099.99
- Vintera Series `60s Jaguar - $1,049.99
- Vintera Series `60s Jaguar Modified - $1,149.99
- Vintera Series `60s Mustang - $899.99
- Vintera Series `60s Mustang Bass - $949.99
- Vintera Series `60s Jazz Bass - $999.99
- Vintera Series `70s Stratocaster - $949.99
- Vintera Series `70s Telecaster Deluxe - $899.99
- Vintera Series `70s Telecaster Custom - $899.99
- Vintera Series `70s Telecaster Thinline - $1,049.99
- Vintera Series `70s Jazz Bass - $1,049.99
For detailed specs, additional information on new Fender products or to find a retail partner near you, visit www.fender.com. Join the conversation on social media by following @Fender.
ABOUT FENDER MUSICAL INSTRUMENTS CORPORATION:
Since 1946, Fender has revolutionized music and culture as one of the world’s leading musical instrument manufacturers, marketers and distributors. Fender Musical Instruments Corporation (FMIC), whose portfolio of brands includes Fender®, Squier®, Gretsch® guitars, Jackson®, EVH® and Charvel®, follows a player-centric approach to crafting the highest quality instruments and musical solutions across genres. FMIC is dedicated to unlocking the power of music through electric and acoustic guitars, amplifiers, pro audio, accessories and digital products that inspire and enable musical expression at every stage, from beginners to history-making legends.
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@jazz_c_a_t replies to @fender: the authentic one.
@Luke-ic6xe replies to @fender: any of them, as long as it's an authentic one
@frenchyss replies to @fender: The Starcaster
@leoc507 replies to @fender: The gold Jazz Bass
@HLRxxKarl replies to @fender: 50s Strat Modified. That's about to be my go-to single coil Strat.
@ムランテ: メキシコ版アメリカンビンテージとかゆうけど違うな メキシコ版クラシックバイヴやな 2はどうなんかわからんけど
ビンテラとスクワイア両方買って分かったわ
@aarta8743: Would Fender move forward instead turn backwards? Any new idea? Nothing? Never mind...
@abelramirez7320: Ice blue metallic is probably my favorite fender color now
@vodex99: I bought Vintera 50s series Telecaster the blue one with black pickguard. Honestly it was the worst tele I could have bought. It didn't sound like a tele at all. I have a Fender Super Reverb amp. Everybody who tried it told me that this guitar sucks ass. Had to get refund. But I've tried the Stratocaster Vintera and it was the opposite. Great guitar. I guess I was unlucky with my guitar.
@isaacsmith1729: The past always lives through us, especially in music. I love the vintera series so much!
@AutumnRed: matched headstock on the jazzmaster but not the jaguar, why?!
@blindboygrunt7711: What is the shape of the neck?
@BigOleBallSack: Was the crimson and clover cover removed?
@redrock1963: I came here for a demo not an Ad.
@gaelmargrace: Where's Jaguar dude
@Betoronado: Fender Vintera = Ensenada = Guitars love made
@typhoolin: Wow! This video is sweet summary in 60 seconds! Great job to whomever put this promo piece together!
@ashwarypandey5836: hello i am from india i had yamha f310 but broke it now don'T have money nor guitar can someone plz HELP mE PLZ PLZ PLZ PLZ PLZ PLZ I LOVE PLAYING GUITAR
@jeremythornton433: I think this is great!
@enriquemedina1780: Min 00:21 mmm como que me suena al set del video de TQM - Little Jesus jajajaj
@f67739: when is fender going to release actual new models and not just vintage tweaks?
@demlinnalo2030: 🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘🤘
@masterpiecelacquers2766: The jazz master looks like a mustang.
@Pshanks.g: Lol kingfish is strictly lespaul player. 😃😃
@MichaelTegio: Can’t go wrong with Fender!
@nycgerry: this is why fender stays winning
@ivanvernillo: Kingfish Rules!!!! Great Seafoam Green!
@coolowlman: I want that jazzmaster so bad dude
@CatholicBeardReviews: I sold all of my deans and my squires still like 400 short on buying a USA fender wish they would help me out I’d love to do a review on it
@frankzappa951: The most seductive guitars ever. I love you Fender.
@mr.purple250: what do you guys prefer the 70's strat pickups or the '69 pickups
@spiritoftime8464: Can you do a mustang in fiesta red plz. Anyways, great guitars guys
@Monkey123LP: gibson punching air rn
@marchel9322: Another Mexican made production budget copy guitar for those who don’t have the strenght and patience to save up for the real thing.
@justinwarner273: Enough of the Surf Green Jazzmasters. I LOVE the Jazzmaster (I own 5 currently and have had countless others) but Fender has lost its way in the color options department when it comes to the Jazzmaster. Seafoam Green, Sherwood Green, Lake Placid Blue, Shell Pink, etc... where are these colors? It’s been the same song and dance for years. Seafoam Green on a Jazzmaster is only available via the Custom Shop. The other colors, if you want an American Jazzmaster, are only available via Mod Shop and Custom Shop... or limited edition rosewood neck variant when it comes to the Shell Pink. Even the Thin Skin models are stale when it comes to color options and the Mod Shop while having a decent amount of options for what it is STILL wont get you a vintage setup Jazzmaster.
@mrskrilla98: KINGFISH
@woah4848: I wish you guys did a jaguar bass that didn’t have silver bits on the pick guard instead of or with the mustang bass but either way every model in this series looks great. Keep it up!
@overdrivehotel: In the Telecaster the wide range is built in cunife? I do not think so,is the typical common Humbucker, but they look cute
@mykeadelic: Bring back the Rhodes!!!!
@benasslick67: Wish they were nitro not polyester smh. You have to play them thru an atomic bomb just to naturally relic them
@RequiemOfSolo replies to @benasslick67: if they use nitro then you pay a fat wad more though
@benasslick67 replies to @benasslick67: @RequiemOfSolo for a grand it should be included. You can literally buy an American strat for that price.
@RequiemOfSolo replies to @benasslick67: @benasslick67 not a new american. The only american similar in price are the performers and they arent nitro either
@benasslick67 replies to @benasslick67: @RequiemOfSolo I know but if we're talking poly for a hundred or two more you can grab an American strat.
@RequiemOfSolo replies to @benasslick67: @benasslick67 true but I still see some fair merit in this series. Because the performer range has pretty poor selection and much different spec
@RiverOakMusic: This is how you do it. Take notes Gibson!
@diegocalves: As a vintage inspired series, I had to come with nitro finish. :/
@triledink: i would love to see fender make a super strat since everybody makes super strats based on the strat.
@astr43us: Anybody curious about the bass line at the beginning, it’s from Portrait of Tracy by Jaco Pastorius. It’s dominated by harmonics and blows my mind every time I listen.
@alfiegilbey8033: The line looks great need to see more from the basses tho
@arkansasrazorback6087: That light blue jazzmaster looks like my sunburst one!!! Fender, you'll be hearing from my lawyer ;)
@Byakuyasbrother: I think fender did it right.
If you choose to play a fender you want that vintage sound and feel and no "innovative" shinanigans like robo tuners or some bs like that.
@Technicolorslave: Was there a second or two of portrait of Tracy at the beginning?
@MrSarang2929: 72 tele custom !!
@blacklotus3205: That telecaster tho. Damn.
@jordan-qq9kj: God damn you know how to make an ad
@churchmoms6662: Damn fender 🔥🔥🔥🔥 y’all never disappoint ❤️
@BassExpert666: Was that Jaco in the beginning?
@Ravs1: friendship ended with gibson
now fender is my friend
@colinsellers9714: Sad that the Classic Series had to be re-branded with a name that sounds like a new European car model. Also very sad that apparently we can no longer buy a 50s Stratocaster replica that has a 7.25" radius maple fretboard in the true classic colours of Fiesta Red and 2-colour sunburst. However the Sonic Blue is tempting!
@victorprice5740: plz stop u r hurting me
@Lil_Niglet_chilly: oh hey a strat, never seen one before
@joaquingutierrez7296: Lefty models of this serie?
@FelipeVargasYT: Amazing video! loved the production
Great work Fender
@mydarlingpeeko: Fender- "giving you more poly finish guitars and removing lacquer ones because we hate you"
@sylvestre.rawminey: Will have the 70's Tele some more realistic Wide Range pickups?
@michaeltherion7459: Left handed?
@rossmckeown8675: Fender are killing it right now. They've always had the best guitars though.
@robvaldivia9711: Meanwhile at Gibson. lmao Well done, Fender!
@jonathanhandsmusic: The Tele is what I want. But the Seafoam Green Strat is real nice too.
@gregdiprinzio9280: Fender: play authentic!
@MrPrettyfuckedup: Fender really has done a great job by reviving their vintage models rather than whining to everyone else to play authentic models
@ozekistyle: Fender Japan:So....you're really gonna do this too?
@Viper-dz2kw: Now this is authentic
@olbananachips8387: That blue Jazzmaster is looking pretty damn A U T H E N T I C!!!
@topopops: G I B S C A M
@spost26: Exciting times for guitarists!
@hermescosta4853: Just an escuse to jack up the prices of the MIM stuff. It used to cost 400 , 4 years ago, now they ask 1K for the same old thing with a new name.... call me stupid!
@hermescosta4853 replies to @hermescosta4853: Kretzsch Games But they are not Fenders! They are Squires! I guess the next move from Fender will be to name everything under the Fender brand.... and then bring the Asian guitars to the 1K dólar ranges as well.
@Renegadrian: we need the HM series back!!! \m/
@micahortez8508: Wait. Strings? Block of wood? Pickups? Gibson is going to sue...
@woah4848 replies to @micahortez8508: It’s got a headstock? Gibson is gonna lose it when they find out
@xx_me0w_xx3 replies to @micahortez8508: H e h
@MrMikepresley: Put laquer finish on them and I will buy it.
@benasslick67 replies to @MrMikepresley: I wish they used nitro or anything other than poly too.
@jasonscott5639: They all look and sound delicious! But hang on, what about the 80s? Please reissue the HM Strat in all those beautiful lurid colours and stunning headstock? Pretty please
@veerchasm1: Vintera literally translates as “Squier on steroids”
@georgehilan3282 replies to @veerchasm1: With a $899.00 price tag.
@ferramirez4570: I love you Fender thank you for making great sounding looking products at affordable prices! Please never Change that.
@tombuck: Wow, you guys are killing it! And my bank account...
@arcanumkonrad8200: Fender is just like EA games in music. They release the same things over and over again and only invent few of new things every year. Most importantly... Expensive!
CHANGE MY MIND
*holding a cup of tea
@hermescosta4853 replies to @arcanumkonrad8200: Samuel Anggi Well said! Same old stuff, new name, new price. And people still think they are doing great! Shame on you Fender. At least Gibson hasn’t changed their prices.
@_caustics_ replies to @arcanumkonrad8200: Fender does?
@mattmanley7118 replies to @arcanumkonrad8200: @hermescosta4853 Gibson did change prices nowhere near the competition still too high but their all American QC and stance is still shaky it's a fact. They have a long way to go especially given what they just did which reeks of elitism
@RiverOakMusic replies to @arcanumkonrad8200: The guitar market is impossible to serve! Everyone moans about lack of innovation but no-one wants new stuff! They tried it in
the 80s without much success. Even the jags and jazzmasters were poorly received and didn't gain popularity until indie rockers found them for cheap at pawn shops and made them famous. 🤷🏼♂️
@frantisca: Reinventing the wheel... Vintera ? Name sounds awful...
@TeleCathster: Love this new series just disappointed that none of of my local stores within 20miles of Birmingham uk have any of the Jazzmaster 60s in stock to try. Come on fender make sure your distributors are stocked before you launch please!
@RJ_HTx: I am confused
So are you doing a Vintera regular guitar/bass ?
and a Vintera Modified guitar/bass ?
I like the Vintera 60's Mustang Bass but I might wait to see the Vintera Modified Mustang Bass .
@superpig4589: U can’t have a vintage series without a fiesta red strat in the lineup
@mutantbaby1672: $1000 for a MIM
@georgehilan3282 replies to @mutantbaby1672: Used to get an American Standard for that kind of money not too long ago.
@hermescosta4853 replies to @mutantbaby1672: 4 years ago a MIM was 400. The squires were 200 the American special was 699, the American standard was 899.
@georgehilan3282 replies to @mutantbaby1672: At this point you might as well build a parts Tele or Strat with the body, neck, & pickups made in the US for the same price as a squire. Unless you’re hung up on the little logo on the headstock.🤔
@mattmanley7118 replies to @mutantbaby1672: Vintage specs equal more money times have changed and it's still cheaper and better quality than anything other cough authentic companies have coming out of their all American greatness factory
@hermescosta4853 replies to @mutantbaby1672: matt manley You have to compare fender with the SG, Explorer, Flying-V. You can’t compare the price of a strat to a les Paul. Carved top, binding, nitro, set neck.
@miguellen: Portrait of Tracy in the intro, nice
@strawberryrequiem6835: but... do they come in Lefty?
@spotmfd9431: Looked up guitars specs and pics. Very nice series. Good job Fender.
@BecomingAMan: Pretty rad
@joelfortin6634: SEAFOAM👏GREEN👏
@cctn2012: The strat and jm look very sweet. But i love all my Fender guitars.
@Elena-er7zp: Le Butcherettes 🤟🏼♥️
@SlapMyBass3825: Still waiting for a multi scale j bass or a p bass with a MM style pickup. The flea bass with the MM pickup just doesn’t work for me.
@natedogsturdikat8538: Love to see kingfish
@JacoobySlaps: I’m really excited for that Jazzmaster and Telecaster Deluxe.
@skyviewdesign: Not a fan of the color options on the P-Bass in the line :( Would’ve been cool to see a 70’s Telecaster Bass as cool surprise, but alas... no love for the neck humbucker it seems.
@xairvian: was hoping for a simple vintage style 60s tele without any frills and aoke cool simple.colorways. looks like that ain't happening and the american original series will still remain red, blue or sunburst.
@matthewhumphrey1811: What amp is Christone playing through? Wow
@jasonvargas4878 replies to @matthewhumphrey1811: Looks like a 1959 4x10 Bassman. Super killer amp. Super expensive too lol
@Nghilifa: Kingfish!!!!! Love that guy!
I´ll take the Strat, thank you very much!
@luchadorito replies to @Nghilifa: Guys a legend
@TMillsMusic: That Ice Blue 60s Strat is on my list for sure!
@darrenkangmusic: Take my wallet Fender. I want everything.
@HesperianHorsePower: HELL YA Le Butcherettes! Unbelievably good band especially live! Teri beats the devils rhythm out of her telecaster. Strung with 4 strings it's pretty damn cool. They are awesome live and I recommend if they're coming near you GO SEE THEM!
@DavidCaraccio: Dayum.. here goes my wallet !! 🙌🏻